How to build industrial B2B email lists with great content
René Power
Marketing Director / NXD delivering highly targeted content marketing strategies for manufacturers and B2B service companies to attract larger contracts. #MarketRight via DFY, DWY, team training, speaking & coaching.
Building your email list is one of the best ways to create an audience of opted in prospects and customers.
Here’s three tips I gave to industrial B2B audiences on a webinar this week about making email marketing work better for them:
1. Ensure that you use your email marketing both strategically and tactically.
How? Set up a base level, infrequent newsletter (monthly). Supplement this with teaser emails for blog posts and new content as they are posted.
Then consider more highbrow email marketing focused on expert content authored by your best and most knowledgable technicians, engineers or C-suite directors.
2. Get comfortable with the data that your email software can give you and set meaningful goals
It's important not to only focus on open rates and clickthrough rates but also on the ratio of new vs returning visits, devices, geography and the links and content being clicked.
Align with your website analytics to establish the corresponding time spent on relevant website pages. All this data tells you what is worthwhile replicating again or not.
3. Always think about the next action and the next part of the conversation
In B2B, we're in for the long haul and are are looking to move a prospect from being aware to taking action to becoming a customer.
Use email nurture to save time and build credibility as an expert by creating event triggered email (sometimes called automations or workflows).
A simple process set against a list created by a download might be to automate the following on 48 hour delays:
- Delivering on the subscription or download request (immediately)
- Sending a link to a supplementary related article (+48 hours)
- Sending a relevant customer case study (+48 hours)
- Then sending a call to action to a demo / webinar / call (+24 hours)
If they haven't followed through, move them to your base level newsletter so you can keep front of mind for when they are ready to act.
How are you using email in your business really? Need support? Get in touch.
Want to access my IOM3 on demand email marketing webinar? The one hour video recording and slides including notes can be yours from ￡30.
Visit https://www.iom3online.org/iom/frontend/reg/thome.csp?pageID=561129&eventID=1057